module 7
DESCRIPTION
VTU services MarketingTRANSCRIPT
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Services Marketing
Module 7Role of marketing communication and
pricing of servicesAccording to VTU syllabus, Services
Marketing 12MBAMM314
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
ObjectivesAfter studying this module you will be able to 1. Explain the reasons for GAP 4.2. Discuss strategies to match service
promises with delivery.3. Discuss the role of price and value in
provider GAP 44. Understand the role of non monetary cost
in pricing.
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Communications and the Services Marketing Triangle
Internal Marketing Vertical Communications Horizontal
Communications
Interactive Marketing Personal Selling Customer Service
Center Service Encounters Servicescapes
External Marketing Communication Advertising Sales Promotion Public Relations Direct Marketing
Company
CustomersEmployees
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Approaches for Integrating Services Marketing Communication
Goal:Delivery
greater than or equal to promises
Improve CustomerEducation
ManageService
Promises
ManageCustomer
Expectations
ManageInternal
MarketingCommunication
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Goal:Delivery
greater than or equal to promises
OfferService
Guarantees
Create EffectiveServices
Communications
MANAGING SERVICE PROMISES
MakeRealisticPromises
Coordinate External
Communication
Figure 15-4
Approaches forManaging Service Promises
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Communicate Criteria for Service Effectiveness
Create Tiered-ValueOfferings
Approaches for Managing Customer Expectations
NegotiateUnrealistic
Expectations
Goal:Delivery
greater than or equal to promises
Offer Choices
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Goal:Delivery
greater than or equal to promises
Prepare Customers
for the Service Process
Clarify Expectationsafter the Sale
Approaches for Improving Customer Education
Teach Customers to Avoid
Peak Demand
Periods andSeek Slow
Periods
Confirm Performanceto Standards
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Goal:Delivery
greater than or equal to promises
Approaches for Managing Internal Marketing Communications
Create EffectiveVertical
Communications
Align Back Office Personnel
w/ External Customers
Create EffectiveHorizontal
Communications
CreateCross-Functional
Teams
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
Vodafone communication
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. [email protected].